Tiger of Sweden to preview debut Lundman collection at Pure Man

Scandinavian tailoring brand Tiger of Sweden is planning to preview the first collection designed by its new creative director Christoffer Lundman at Pure Man in February.

Christoffer Lundman's first collection for Tiger of Sweden will be unveiled at Pure Man in February - Photo: Tiger of SwedenA former Burberry design director, Lundman took over as the brand’s first ever head of creative & design in June. His first collection for Tiger of Sweden – a brand which has a long tradition in fine tailoring – will be unveiled at the upcoming February edition of London trade show Pure Man.

The brand said the unveiling will be a defining moment, with a strengthened suiting core and an expanded range of outerwear pieces constituting key elements of its AW18 collection.

Kane Michael Luke, Country Director for the UK & Ireland said: “Tiger has a rich history, which has been largely untold, and with Christoffer’s direction we are delving into this history and archives, while also pushing the brand forward enriching our collections with a richness that reflects our heritage.”

Pure Man will become a platform for Tiger of London to reach a wider audience, and the brand has already confirmed its presence for the later July show.

Adam Gough, Head of Menswear at Pure London said: “It’s great that such an influential and market leading brand will be collaborating with Pure London for both editions in 2018. We look forward to a long and successful partnership with Tiger of Sweden.”

The signing confirms Pure Man-s position as the leading menswear showcase in London. Now in its fifth season, the show is expected to host over 100 new and returning menswear brand, offering classic to cutting edge menswear, sportswear and accessories.

Pure Man will take place on 11-13 February at London Olympia alongside Pure London and the new sourcing event Pure Origin.